Massive Marriott Celebrates Another Year of Growth
by Bruce Parkinson
Marriott International is celebrating “a year of outstanding global growth in 2025.” The massive hotelier now encompasses a portfolio of over 9,700 properties across more than 30 leading brands in 143 countries and territories
“2025 was a defining year for Marriott, marked by bold expansion and global milestones,” said Anthony Capuano, President and CEO.
“We scaled our iconic brands to new markets around the world, strengthened our portfolio across every segment, and opened doors to destinations that inspire travellers worldwide.”
Marriott grew net rooms over 4.3% in 2025, adding over 700 properties and nearly 100,000 rooms to the system. This included over 630 properties added through organic deals, representing more than 89,000 rooms.
Ending the year with approximately 610,000 rooms in the pipeline, a 5.7% year-over-year increase, Marriott signed nearly 1,200 organic deals (163,000 rooms) globally in 2025 and celebrated record-breaking deal signings in various regions.
New Brand Offerings Target the Next Generation of Travellers
Marriott added several new brands to its portfolio in 2025. In July, the company completed its acquisition of the citizenM brand, and the portfolio was integrated on Marriott’s platforms in the fourth quarter, adding over 35 hotels and nearly 9,000 rooms to the system.
In May, Marriott introduced Series by Marriott, a global collection brand for the midscale and upscale lodging segments. Anchored by a founding multi-unit deal in India, the brand opened 37 properties (approximately 2,600 rooms) in 23 cities across that country by year-end 2025.
Scaling the brand for global growth, the company also signed 13 agreements in 2025 to bring Series by Marriott to key markets in the U.S. & Canada and opened two of those hotels in the fourth quarter.
As travellers continue to seek non-traditional, immersive experiences, Marriott also celebrated the official launch of Outdoor Collection by Marriott Bonvoy, which closed the year with over 30 open properties.
Accelerated Global Expansion of Midscale Segment and Scaled Regional Brands
Since entering the midscale segment in 2023, Marriott has experienced extraordinary growth in the category, while maintaining a strategic focus on regionally resonant brands and scaling them.
The company now boasts three brands with offerings exclusively in the midscale segment, City Express by Marriott, StudioRes and Four Points Flex by Sheraton. These brands closed the year with 216 open properties (approximately 27,000 rooms) and over 250 properties in the pipeline, representing over 50% year-over-year growth for the segment’s open and pipeline portfolio.
City Express by Marriott, which saw the third highest global signings in the company’s portfolio in 2025, ended the year with 158 open properties and 150 in the pipeline. The brand also reached over 100 total agreements in U.S. & Canada since its introduction to the region in 2024.
Enhanced Luxury Portfolio with Big Growth and Brand Debuts
Marriott reinforced its luxury portfolio in 2025, with a record-breaking 114 luxury deals (15,301 rooms), representing nearly 10% of the company’s organic signings in the year. The company closed the year with 296 hotels and resorts (approximately 60,000 rooms) in the luxury pipeline.
As luxury travel continues to evolve, Marriott’s lifestyle luxury brands EDITION and W Hotels saw major growth in 2025, with milestone openings such as The Lake Como EDITION, a restoration of a 19th-century villa on Italy’s iconic shoreline, and W Punta Cana, the brand’s first all-inclusive escape in the Caribbean.
The company also expanded its luxury resort portfolio in 2025, with the opening of 10 luxury resorts — representing 1,400 rooms and 25% of 2025 luxury room openings. Additions included highly anticipated openings such as The St. Regis Cap Cana Resort, which debuted as a refined sanctuary along the pristine shores of the Dominican Republic.
Responding to luxury travelers’ interest in escaping to some of the world’s most remarkable and remote destinations, Ritz-Carlton Reserve celebrated the opening of two properties in 2025 — Siari, a Ritz-Carlton Reserve in Mexico and Nekajui, a Ritz-Carlton Reserve in Costa Rica.
